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| Why is Gucci getting into gaming? For the same reason Louis Vuitton, Ralph Lauren, and other high fashion brands are linking up with the $176 billion industry. Shoppers—especially those in Gen Z—are spending more time than ever before in virtual spaces, or “second worlds.” Fashion companies have only just begun leveraging the immersive power of the metaverse, to promising results. Gucci took to the popular online platform Roblox to replicate its famous Gucci Garden, drawing 19 million visitors to the installment, and Louis Vuitton launched an NFT videogame for its 200th anniversary. But that’s not all—check out a new McKinsey photo feature to learn how virtual runways, avatar “skins,” and more metaverse technology stand to revolutionize the state of fashion. |
| — Molly Liebergall, digital editor, New York |
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Shoppers, particularly those in Gen Z, are spending more time online and exploring the possibilities of the metaverse. Here’s what fashion and luxury players need to know about this emerging frontier.
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